Research On The Marketing Strategy Of A Company’s Refractory Products

Refractory material is an inorganic non-metallic material that can withstand temperatures above 1580 degrees Celsius.It is an essential basic material to ensure the production operation and technological development of steel,non-ferrous metals,glass,cement and other industries.It plays an important role in the development of high-temperature industrial production.The important role of substitution.In recent years,with the increase in environmental governance,refractory manufacturers are facing increasing environmental protection costs.Coupled with rising raw material prices and restrictions on industrial power use,many small and medium refractory manufacturers have struggled to survive.Company A was established in 2007.Its main product is anhydrous gun mud.The main market is located in Hebei,Liaoning and other places.It is a well-known local refractory manufacturer.However,performance has stagnated in recent years,and market share has not been able to expand further.After careful consideration,the company’s management realized that under the new situation,it should find a way to solve the problem by changing the marketing strategy.On the basis of combing the relevant research at home and abroad,this article introduces the basic marketing theory,and then analyzes the problems existing in the existing marketing strategy of A company,and finally proposes the improvement plan and the guarantee measures for its implementation.The full text is divided into six parts.The first part is the introduction,which introduces the research background,significance and current research status at home and abroad.The second part is the theory introduction,focusing on strategic analysis tools such as Porter’s five forces model and PEST analysis model and marketing theories such as 7P theory and STP theory.The third part is to introduce the company’s situation and analyze the marketing environment of company A.First,analyze the company’s macro environment from the perspectives of politics,economy,society,and technology.The company’s main competitors are analyzed.The fourth part is the analysis of environmental status and problems.It is found that company A’s marketing strategy has serious product homogeneity,unreasonable pricing,and single channels.The fifth part is the proposal of the marketing strategy optimization plan.Using STP theory,the target customers of company A’s gun clay products are reasonably divided,the market positioning is clarified,the target market is targeted for marketing,and optimization suggestions are put forward,mainly from improving product quality,Flexibly set prices,improve promotional services,broaden product sales channels,improve service quality,strengthen product tangible publicity and display,etc.,and put forward marketing strategies suitable for the long-term development of the company.Finally,in terms of corporate management system,team building,brand maintenance,etc.The aspect puts forward the safeguard measures for the implementation of the plan.The sixth part is to summarize the article and put forward expectations for the future of the enterprise.